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Bet365 seals deal with Stoke City Football Club

  • 13 May 12
  • Written by Deena Chance

altAs one of the best known, home grown internet gambling businesses in the UK, Bet365 is a company which is also prolific worldwide. Despite their international presence, they have sealed a deal with a local Premiership football team close to their headquarters to sponsor their shirts for the next 3 years. In a fantastic stroke of advertising genius, they will now have their name and logo across every Stoke City football shirt produced; meaning knowledge of their brand is bound to become even more widespread.

Bet365 is known for offering an all-round internet gambling service, with standard sports betting and horse racing but also further site developments including Bet365 Bingo and their casino and poker sites. The company who owns the majority shares in the company is the Coates family and it’s these same business people that are at the helm of Stoke City Football Club, which guaranteed thrashing out a deal between the two companies was a pretty smooth process.

The deal is said to be worth a seven figure sum and sees the gambling company taking over from long term shirt sponsors Britannia. Stoke City had been sponsored by the banking company for 15 years until this change of hands, although they do still retain the sponsorship of the football club’s stadium until 2016. There are rumours however that in time; the stadium at Stoke may bear the name of the gambling company – possibly in a few short years, although no deal has been struck to this effect.

Speaking on behalf of the Coates family, Denise Coates, joint chief executive of Bet 365 declared how delighted they were to have sealed a deal with their local football club, which they evidently already had many ties with. She also commented on the global reach of the gambling business and highlighted how the deal demonstrated her families ‘long-term commitment’ to Stoke City FC.

The Coates family have built up their empire from the comfort of their local area in Stoke-on-Trent and are keen to keep local connections alive. Their company is considered the largest private sector employer in the area and is said to employ over 1,700 people throughout their business. With their fingers in many pies across the gambling industry, the company clearly strives to be the best and is said to currently have around 6 million customers, including those using their bingo and casino sites.

This local deal seems to show that even the large successful UK companies are happy to keep things British and work towards improving the country’s economic future.


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